_ Yours Non-Technically: Promotional Video for Small Business Success

Step 1: Set goals and objectives for your promotional video

Common examples of goals include the following. This goal should be the story that every video element should help tell.

to build brand awareness. Remember to include your unique value proposition and brand story line.
to promote product awareness. Include your unique selling point.
to train staff about the importance of doing X
to sell product X (if to promote sales, keep the length within 2 minutes).

Be clear about your target audience, especially if the audience is a narrow segment with special circumstances and needs. Think psychographics! You must keep these in mind so that you can respond directly as if speaking to each individual personally. If possible, allow a 'character' who is relatable to your target audience be the protagonist, through whose eyes your audience will vicariously experience your product.

Create a rough plan with a shot list. Every shot should contribute directly to your goal.

opening shot. This shot usually shows the brand visually. A common way is showing the logo, homepage or store front for brick and mortar businesses. This shot should not be too busy and should therefore have limited movement or changes in frame.
emotionally charged shot(s) show the emotional result your product provides and not just product itself. For instance, rather than showing a box of your chocolates, this shot will show a child's or lover's face lights up. It shows people people holding hands on a cozy bench having quiet quality time.
b-roll. B-roll is supplemental footage that supports the main shot. Think of b-roll as digital atmospherics that portray the particular theme or message. For instance, while a woman speaks of how the dark cocoa flavor of your chocolate makes her feel better on rainy days, b-roll may show her having some quality alone time in a bathtub surrounded by candles, petals and, of course, the partly open wrapper of your chocolate. Maybe she writes in her journal before smiling.

Establish measures of promotional success. Examples include a target number of views or instances of some type of engagement.

Step 2: Gather equipment for shooting your promotional video

Recording devices may be smartphones or other camera. Other ideals include some means of stabilizing the camera like a tripod or a nearby desk.
Video editing software

Find a a recording environment that is relevant and appealing to the target audience
Ensure the environment will be free of interruptions or other elements that will detract from your presentation. For instance, avoid distracting ambient sounds like traffic and dogs barking or unpleasant sights like an untidy living room and dirty laundry
Use a location that has lots of natural lighting
Keep the content relevant and concise. If you need to avoid going off on tangents, pin a few bullet point keywords next to the camera. However, do not read from a script.
Be easy on yourself. Most people master a presentation by recording it in multiple short parts rather than attempting one long perfect clip
Allow a few seconds before and after content for editing purposes
Do and review a practice take. See how it can be improved.
Always end with a call to action (CTA)
Have fun

CONTENT RELATED TO MAKING A PROMOTIONAL VIDEO FOR YOUR BUSINESS

Use drip campaigns to develop brand awareness
Use promotional videos to accompany your brand awareness promotional strategies
Videvo offers free videos
Pexels offers free videos under CC0, ie no attribution required
Pixabay offers free videos under CC0, ie no attribution required
Facebook advertisements
Tentpole marketing is all about strategically timing your promotional messages
Unique value proposition
After you get people in your doors, ensure you know how to keep them. Learn to master customer experience. It even surpasses the customer retention potential of customer service.
After having established your unique value proposition, communicate effectively through brand story telling.